Podcasting consolidates as a daily habit in Spain: 8 out of 10 Spaniards listen to podcasts

This release is available in Spanish, with graphics, on the iVoox website, where you can download the complete report in Spanish.

The leading podcast platform in Spanish, iVoox, presents the 4th iVoox Observatory Report on podcast consumption in Spain. Produced in collaboration with Publiespaña, responsible for the commercial exploitation of all Mediaset España and third-party media, whose expertise and leadership in the sector and in advertising management strengthen the solidity and value of the results. The study is based on a survey of 3,301 Spanish listeners, data from the platform itself, and an analysis of the latest industry trends.

The results confirm the consolidation of podcasting as a habit: 48.40% of listeners tune in daily, and one in four listens several times a day. Podcasting in Spain is no longer a niche format—it already boasts 94% penetration, and 86% of Spaniards listen on a recurring basis.

What Spanish podcast listeners are like and how they listen

Podcast consumption continues to rise: the weekly average now reaches 10.5 hours and 6.5 episodes, and 36.69% of listeners say they listen more than the previous year. It is also an intimate and mindful experience: 97.59% listen alone, and 84.75% actively select the episodes they want to play. The result is a much more personal and selective consumption compared to other formats, reinforcing the bond with the content and the person on the other side.

This connection translates into loyalty. On average, listeners subscribe to 5.2 podcasts, a number that continues to grow compared to recent years. Discovery also drives new subscriptions: in the past year, nearly half of users subscribed to between 1 and 3 podcasts (49.93%) and 28.91% subscribed to between 4 and 10.

The mobile phone remains the main listening device (96.58%), followed at a distance by the car (19.72%) and the computer (13.89%). The main listening times are concentrated in the morning (59.50%) and at night (54.68%), Monday through Friday, demonstrating the integration of podcasts into daily routines.

As for listener profiles, the iVoox Observatory reveals a significant shift: the female audience now accounts for 50.90% of the total, with growth of more than 6 points in recent years, consolidating gender parity in consumption. Podcasts attract a diverse audience aged between 18 and 65, mostly with university studies (57.74%) and in active employment (78.27%).

What they listen to and why they choose podcasts

For the first time, the Observatory includes Top Podcasts Spain, a global ranking of the most listened-to podcasts in our country in 2025, compiled using an algorithm that combines various indicators such as listenership on the main platforms, engagement, and social media, among others. At the top of the list is Nadie Sabe Nada, where Andreu Buenafuente and Berto Romero improvise about life with their characteristic humor; followed by The Wild Project, where Jordi Wild chats unfiltered with guests of all kinds; La Ruina, in which Tomàs Fuentes and Ignasi Taltavull comment on the worst anecdotes from the audience; Cuarto Milenio, the classic mystery show by Iker Jiménez and Carmen Porter; and El Partidazo de COPE, where Juanma Castaño reviews the latest soccer news.

The most listened-to genres this year have been mystery (16.62%), history (14.08%), and comedy (10.27%), continuing to lead audio consumption trends in Spain. In terms of demand, listeners ask for more educational podcasts, especially history (54.01%), mystery (37.16%), and science (27.47%). The report also reveals listeners’ preferred formats: conversational (53.05%), followed closely by narrative/documentary (51.15%) and interview (47.34%).

Podcasts are increasingly becoming part of listeners’ daily lives, chosen for their ease of being listened to while multitasking (63.92%), their flexibility to be played anytime and anywhere (62.52%), and as a source of learning (59.44%).

The report also confirms listeners’ preference for independent podcasts, followed by 64.71%, far above those created by media outlets, influencers, or brands. These are less massive spaces but with loyal, committed audiences who value authenticity and genuine connection with those behind the microphone.

Advertising in podcasts: a credible, close, and effective format

The iVoox Observatory 2025 confirms that podcasts are perceived as a trusted medium: 64.15% of listeners consider them more credible and closer than other channels such as YouTube or social media. When listening to a podcast, almost half of listeners feel podcasters are familiar (49.92%), and 18.54% say they feel a real connection, as if they were part of the community. This perception extends to advertising, which benefits from an environment where the podcaster’s trusted voice amplifies the impact of the message.

Three out of four users are exposed to ads in the podcasts they usually listen to. Far from causing rejection, listeners value that advertising messages are delivered in an intimate, distraction-free setting. 59.02% say they trust a brand more if it is recommended by their favorite podcaster, and one in four says they would buy a product after hearing it on their favorite show. This effect is explained by the closeness and credibility of the voices that accompany listeners daily, making ads feel authentic and relevant.

Ad recall in this format is especially high: 86% of listeners say they remember hearing an ad on podcasts, and 69% improve their perception of the brand afterward. Moreover, 56% say they would visit the advertiser’s website, and 44% would be willing to purchase the product or service. Unlike other media, listeners perceive podcast advertising as more authentic (55%), and 53.93% are open to hearing ads during a podcast if the tone matches the content.

It’s no coincidence that more brands are betting on this format. According to a report by Publiespaña with the participation of 37 of the country’s leading agencies, 54.05% already include it in their campaigns, and nearly 30% plan to do so in the short term. They highlight low advertising pressure compared to other formats (66.67%), its growing prestige (60%), and its segmentation capacity to reach highly specific audiences (43.33%) as key reasons to invest in podcasts.

As for listeners, the Observatory reveals a profile that not only listens but also supports and financially backs what they value. 57% would be willing to financially support their favorite podcasts, and one in four already does so.

Niche podcasts: affinity and value for brands and listeners

The iVoox Observatory 2025 confirms niche podcasts as a highly valuable space within the audio ecosystem. Although they have smaller audiences, they stand out for their high levels of loyalty and engagement, making them particularly attractive for brands seeking precise segmentation and genuine connections with very specific communities. In this regard, 70.63% of listeners say niche podcasts provide more value and depth on topics of interest, and 71.02% consider them more entertaining than mainstream podcasts.

This affinity translates into a stronger connection with creators: 68.02% of listeners feel closer to those producing niche podcasts. For brands, this represents fertile ground to connect with highly engaged audiences that value authenticity and share specific interests and values. Notably, 62.82% say they are less likely to skip ads in this type of program, and 59.72% trust the advertising recommendations they make.

The result is a more effective advertising format with greater impact. Listeners not only pay more attention to ads (55.35%) but also perceive them as better aligned with their interests (58.20%), allowing brands to design more targeted, relevant, and memorable campaigns.